AMB330: DIGITAL PORTFOLIO

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1 AMB330: DIGITAL PORTFOLIO Assessment 1: Digital Audit and Planning Portfolio Student name: Jenny Chan Student number: n Tutor name: Elizabeth Buchanan Work count: 1500

2 Introduction The client is Healthworks Everton Hills and it is a family owned small business has been established in the area over 20 years with the current ownership. Healthworks Everton Hills is rebranding the name to Active Life Fitness in March or April 2016 and the current ownership group have made to considerable investments to improve the club facilities. Healthworks Everton Hills product is offering with a number of different services and the club is a medium sized gym. Healthworks Everton Hills will be targeting on young adults male and female aged of Digital Audit and Recommendations MODULE 1: DIGITAL MEDIA AUDIT Client: Healthworks Everton Hills Date: 5/03/2016 Criteria Examples or observations Rating 1 to 10 Broad vision of how digital media can transform the company Healthwork Everton Hills is to help the broad with their business objective. The vision for Healthworks Everton Hills is working with you today will result in a healthier lifestyle tomorrow (Healthwork Fitness Centres, n.d). The current ownership group have made considerable investments to improve the club facilities. Healthworks Everton Hills has Integration of marketing, IMC and digital strategy Digital strategy (please articulate) rebranding the name into Active Life Fitness Everton Hills. Healthworks Everton Hills IMC is the communication through the digital media with the consumers by using website and Facebook profile (Mulhern, 2009). According to Mulhern (2009) is the idea of communication is being about deliver the message through media channels with the digital strategy is the main objective of the website is to encourage prospective clients to visit the club and trial the services that are on offer. Facebook page is designed to give prospective members to communicate with current member. Since Active Life Fitness is the new brand from Healthworks Everton Hills decide to open Instagram account to combine with the current website and Facebook which it is the ideas and targeting consumers in the advertising. Healthworks Everton Hills have the Instagram account but it not very inactive to communicate with consumers. The digital strategy is the best online and compete against other brands in the digital space to deliver the messages to the consumers. The consumers who have experience the 1

3 Strategically consistent, company-created brand messages Degree of company involvement in digital and social media Digital tools and social used by the company brand by their friends and consumers will feel the connection and inspiration by their brands. The digital is done by using the best analytic software available and which it is the importance to use in the digital media. Healthworks Everton Hills digital message strategy is to engage them to achieve their communication to the consumers. With all executions are given similar messages to the target audience by using their inspiration and engaging consumers interacting with their brand messages. Some digital media use different messages and it depends on the media channels. With Facebook can be post videos to show the facilities and gym equipment. Also photos can be show to the audiences with their inspiration with their healthy lifestyle. With these strategies are given a strong brand messages to the target audience. Digital media degree involvement for Healthworks Everton Hills is to emphasis the digital resources includes digital technology and digital communication to engage consumers. The opportunity to interact the important to any digital medium (Okazaki & Taylor, 2013). Healthworks Everton Hills use social media as part of the digital resources and specialist knowledge as dedicated to the consumers which it can use it in the digital field and passionate about their brand. Facebook website 9 Frequency of use of digital and social media tools Examples of content shared Most frequency used tools platforms for Healthworks Everton Hills are Facebook and website. Facebook can be creating as a facebook page because with Facebook is easy to keep updated with their new feeds every few hours. With the website can create with animation and update the timetables every month on their website. The Facebook page and the website for Healthworks Everton Hills have changed into Active Life Fitness Everton Hills which it their new brand and product. Example of Facebook content shared includes messages and communication to promote the audiences by showing photos and videos with their healthy lifestyle. This topic is relevant contents for Healthworks Everton Hills is show their fitness and healthy lifestyle. Since Healthworks Everton Hills have change the Facebook page into Active Life Fitness. The Facebook of Active Life Fitness is show the information of their brand includes monthly timetable. The website of the example content shared is including slideshows of each pictures with their active fitness and information such as timetable and membership. 2

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5 Strategic user engagement Measurement of digital performance Healthworks Everton Hills for the target the audiences who are using social media and it is an easy way to interacting with consumers who are active healthy lifestyle. Healthworks Everton Hills uses Facebook to collect the data which it is an idea of what consumers like and it is a good opportunity for them to join and ask questions or comment the pictures/videos about the brand. *Where 0 indicates a lack of achievement and 10 represents optimum achievement. 7 9 The recommendation for Healthworks Everton Hills is needed to improve with their brand awareness by discussing with their consumer by their lifestyle and health rather than communicating to achieve their brand. Since Healthworks Everton Hills only use Facebook as a social media but also have an Instagram account but it inactive social media and the website of Healthworks Everton Hills as their digital tools. Healthworks Everton Hills should have more social media digital tools which it can interactivity with the consumer activity on the social media (Heinonen, 2011), which it can share the photos and videos to connect with other consumers by their friends and family member with their experience and inspiration on the brand and product. This is includes Twitter and YouTube is the types of the digital tools to deliver the message more to the consumers. Since Healthworks Everton Hills have a Instagram account it should be more active to connect and share with their consumer. Also for the Healthworks Everton Hills could have add some video on their website to share with their consumers to show the inspiration and have passion about the brand and product towards the consumer with their exercise in the gym. Since Healthworks Everton Hills should have notifies on the Facebook page that they are changing the Facebook page into Active Life Fitness, so that consumer will know renaming the brand and don t get confused with the name of the brand. Target Audience Analysis and product and competitor overview Young adults aged of who are both female and male is looking to stay fit and healthy. Young adults want to change their healthy lifestyle to stay fit and healthy to improve with their life to have proper exercise and overall balance life (Stay Healthy Fitness, 2016). Female and male demographics are 32.4% of female and 35.3% of male are student-not employment are targeting on high school and university student want to be fit and in the healthy lifestyle (Roy Morgan data, 2015). Also Healthworks Everton Hills can be targeting on 33.7% of female and male is 30.7% of the young adult who are employed part-time and studying as well and 14.7% of female and male is 19% are employed full-time who graduating from university and starting working (Roy Morgan data, 2015) and want to be fit as their healthy lifestyle. Female and male psychographics are 6.7% of female 4

6 and 39.1% of male would like to be able to lose weight which most of the female want to lose weight to stay fit and healthy and health food is not necessary if you eat properly are 61.7% of female and 69.5% of male (Roy Morgan data, 2015) which it does not have to be health super food if it they eat properly. According to Roy Morgan data (2015) is that the 4.3% of female and 55.1% of male has used the internet the most in the media which it is include social media. The internet and social media is a range of benefits to access more information on the brand and product which most of the young adult of female and male use it more on the social media (Reachout, n.d). The media consumption time of the internet is being used in the afternoon on Monday to Friday for female is 4.3% and 52.5% of male (Roy Morgan data, 2015). Saturday and Sunday use in the afternoon is 43.2% of female and male is 51.9% (Roy Morgan data, 2015), this show that female and male use the internet in the afternoon more than morning and night. The product for Healthworks Everton Hills is rebranding the brand into Active Life Fitness Everton Hills. This new product for Active Life Fitness Everton Hills has the different number of services in the gym club which it is a medium sized gym facility offering includes class timetable with 55+ classes per week. These include are Hot Yoga, Pilates, Standard Yoga, RPM (cycle) classes, Les Mills (Group classes). The additional to the facility are sauna, pool, squash courts and the spacious (600m2) gym floor area with a huge amount of equipment. Also Active Life Fitness Everton Hills not just the facility they provide, they also have the gym membership and additional services include personal training (PT) and 10Wk challenge packages. Since Healthworks Everton Hills renaming the brand to Active Life Fitness Everton Hills, the gym has the 24 hours with a swipe card to enter the studio which it is separate from the main part of the gym. Active Life Fitness Everton Hills have three main competitors are Albany Creek Leisure Centre, Club Coops and The Gap Health and Racquet. Albany Creek Leisure Centre is one of the largest Gym and Aquatic Centres on Brisbane s North side servicing in the local communities. The Albany Creek Leisure Centre has the large gym facility which it is fully equipped with different variety include weights, machines and cardio equipment (Belgravia Leisure & Albany Creek Leisure Centre, 2016). The Club Coops is the services and facilities to all health, fitness and racquet sports enthusiasts and offering the most various and extensive range of option available. The Club Coops is a family-run business and the place to workout with a comfortable and supportive environment (Coops, 2015). The Gap Health Racquet is offer 40 group fitness classes each week and the classes are made all ages and fitness levels and is a locally, family owned gym and tennis centre (The Gap Health Racquet, n.d). 5

7 Consumer insights The first consumer insight is to get active and have motivation to stay fit. The first consumer insight is explaining that the young adults for female and male is to have the motivation to get active starting exercise to stay fit. This show that the motivation for female and male is to exercise and workout to have the motivate to get and stay fit even more productive (Greenfield, 2016). Staying fit and healthy is to feel the motivation to the benefits of exercise to becoming active (Reachout, 2015). The second consumer insight is to have the benefit to balance out with your healthy lifestyle. The second consumer insight is explaining that the female and male who need to balance out their healthy lifestyle by eating the right foods. This show that the young adults of female and male have the benefits to improve the way to balance out a healthy and have longer life (Morris, 2013). The importance to balance out their healthy lifestyle is nutrition (FitnessHealth101, 2016). Justification and Recommendations The Healthworks Everton Hills is renaming the brand and Active Life Fitness Everton Hills. The Healthworks Everton Hills should have added more digital tools include Twitter and YouTube to show more with their inspiration and connected with consumer on social media to the message of the brand. Healthworks Everton Hills could have done is the awareness of the brand for Healtworks Everton Hills. Most target audience for young adults would use the internet which it is include using the social media as their digital tools to advertise the brand. Traditional media would be the suggestion is to use radio as their traditional media than using the internet to deliver the message. Radio is the program use in the morning to entertain the audience who listen on the radio while travel to university or work (Blech, Blech, Kerr & Powell, 2014). Even listen to radio at work and at home to deliver the message about the brand and the product of the gym (Blech, Blech, Kerr & Powell, 2014). The recommendation for the target audience of female and male are from the two consumer insight. The first consumer insight is that male and female have the motivation to stay fit which they will need to exercise to keep up the level of motivated with their exercise (Andrew, 2016). Also there is another to stay fitness is planning out to have the fitness plan to exercise and increase the level of activity to develop the fitness plan (FitnessHealth101, 2016). Most female and male has the lack of exercise which it can be improve with their motivation to exercise to stay fit and healthy (Morris, 2013). 6

8 The second consumer insight is to balance out with their healthy diet of nutrition to have the healthy lifestyle. Nutrition are vitamins, minerals, carbohydrates, protein and fat on the daily basis (FitnessHeath101, 2016). The healthy lifestyle is a well-balanced diet are fruit and vegetables and low in processed foods and fats to maintain healthy weight to balance out on their healthy lifestyle (Morris, 2013). 7

9 Reference Andrew, L.W. (2016). Why Is It So Hard to Exercise? Get fit! Here are 5 steps to get you motivated to move. Retrieved from to-exercise Belch, G.E., Blech, M.A., Gayle, K. & Powell, I. (2014) Advertising: An Integrated Marketing Communication Perspective (3 rd Edition) North Ryde, NSW: McGraw-Hill Education. Belgravia Leisure & Albany Creek Leisure Centre. (2016) Gym and fitness Centre. Retrieved from Coops. (2015). Gym and Health Club. From free weights to exercise classes, club coops have all the facilities for your work out. Retrieved from FitnessHealth101. (2016). Total Health, Fitness, and Well-being. Adding a Fitness Plan to an Active Lifestyle. Retrieved from being Greenfield, B. (2016). 10 Exercise Motivation Tips. Retrieved from Helathworks Fitness Centre. (n.d) About Healthworks Fitness Brisbane. Retrieved from Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers social media behaviour, journal of consumer behaviour, 10, Morris, G. (2013). What are the Benefits of Living a Healthy Lifestyle?. Retrieved from Mulhern, F. (2009). Integrated marketing communications: From media channels to digital connectivity, journal of Marketing Communications, 15(2-3),

10 Okazaki, S & Taylor, C.R. (2013). Social Media and international advertising: theoretical challenges and future directions, international Marketing Review, 30(1), Reachout. (2015). Staying fit and healthy: Exercise. Retrieved from Reachout. (n.d). Benefits of internet and social media. Retrieved from Roy Morgan data. (2015). Retrieved from QUT blackboard Resources. Stay Healthy Fitness. (2016). Adopt a Healthy Lifestyle with Stay Healthy Fitness. Retrieved from The Gap Health & Racquet. (n.d). Group Fitness. Retrieved from The Gap Health & Racquet. (n.d). In Facebook [page]. Retrieved from 9